You’d be forgiven for feeling a little spun out by all of the recent tech news in our industry.

Just last week, Flight Centre debuted a new booking platform in partnership with Amazon’s Alexa.

That’s just one example of how tech developments are creeping into – and irrevocably changing – agent’s everyday lives.

So what are other companies doing to in the face of the robot revolution; ok we’re being a little dramatic there.

For Travel Counsellors MD Fred van Eijk, it’s about finding technology that’s right for the business, rather than simply jumping on the bandwagon for fear of missing out.

“Investing in technology is critical to a company’s long-term survival and success.”

“However, the technology has to be right and compliment your business model and the way you service and communicate with your people and customers.

“I don’t think you invest in technology for investment’s sake and many businesses can’t afford to or believe they can’t afford to do so.”

Shops are constantly rejigging their offering to better suit clients and facilitate easier bookings for agents.

For van Eijk, tech is allowing the business to become more personalised.

“For us, technology is the most single important tangible aspect of our business that helps us care even more.”

“We use technology to connect to our customers in a genuinely personal way, further enhancing the relationships our Travel Counsellors have with their customers, not replacing them.”

But what exactly are Travel Counsellors doing? Well, as it turns out, a lot actually.

“Last year we invested £21m in tech to support our growing network of Travel Counsellors worldwide and boost our digital infrastructure,” said van Eijk.

“This investment included the development of our own customer app; an advanced personalised marketing system; an updated, more user-friendly version of our in-house quote and booking system including a live chat feature; and bespoke training and development to support Travel Counsellors in becoming top performers.”

“We use technology to build our own internal community through TCTV and a bespoke internal communications network,” he added.

Another huge bonus of technology is its ability to capitalise on customer loyalty, van Eijk explained.

“In a world of technology caring is often overlooked, yet brands with high scores for customer loyalty use technology to change people’s lives, connect people to share experience and knowledge and build a community.”

Most importantly, said van Eijk, it’s crucial not to focus solely on buzzwords.

“In the industry we will see the reoccurring buzz words around AI and human-machine interfaces in travel, enabling computers to do human-like things by learning to make decisions based on data understanding and interpreting text, speech and images.”

“However, recent insight shows that consumers would still prefer human customer interactions to remain part of the customer service, with a growing concern that AI customer service will result in a loss of ‘human touch’.

“This technology is ever evolving, but it can and will never replicate human intelligence and abilities.

“It can be used to enhance the customer experience, but will never replace it, and we will use it in a way that puts our people at the core and helps them deliver an even more personal and hand-crafted experience for their customers.”

So what’s the future look like for Travel Counsellors?

“Developing an understanding of where technology is going and what it can do, and then investing where it makes sense to do so, is fundamental to business success.”

“The future belongs to those travel businesses and professionals that use technology as the ‘wrapper’ around the core personal service, are data focused but people-centric and use this technology combined with experience and insight to create tailor-made, authentic experiences for their customers that can’t be shopped around.”

Do you have something to say on this issue? Get in touch with Travel Weekly Editor Daisy Doctor here to share your thoughts.